Apple Dethrones Google as World’s Top Brand

Apple has dethroned Google as the world’s most valuable brand, ending the search leader’s four-year tenure at the top, according to a new study by brands agency Millward Brown.

The Cupertino company’s brand is now valued at US$153.3 billion, a 84% surge from last year’s result. Google finished second with a brand value of US$111.5 billion, a slight 2% drop from last year.

Millward Brown said the “successful iterations of existing products like the iPhone” and creation of a “new tablet category with iPad” propelled Apple to the top of its list.

“Apple is breaking the rules in terms of its pricing model,” Millward Brown global brands director Peter Walshe told Reuters. “It’s doing what luxury brands do, where the higher price the brand is, the more it seems to underpin and reinforce the desire.”

“Obviously, it has to be allied to great products and a great experience, and Apple has nurtured that.”

Research In Motion and Nokia experienced the most drastic drops of all technology companies surveyed by Millward Brown.

On the other hand, Facebook entered the list for the first time this year, placing at 35th place. The social network grew 246% this year to be Millward Brown’s strongest mover.

Millward Brown cited Facebook’s “rapid evolution into a powerful commercial platform exploring ways to monetize its social reach” as the main reason for its strong showing.